Product and content
A brand as a package, not a folder on the desktop.
Colours, fonts, logos and their variants in a versioned package, from which Designer, websites, documents, and emails draw their elements. A colour change propagates everywhere, because it's a reference to the palette, not a value written into the file.
What a brand contains
Palette
Colours named by role, not by shade. Applications ask for background or text, not for a specific colour code.
Fonts and styles
Families, styles and their usage. The font is hosted with you, not with a third-party service that keeps track of visit statistics.
Logos and variants
Logo, icon, negative, and single-colour version all in one package, so no one picks based on what's at hand.
What this solves in practice
One source for all applications
The website, a post, an invoice and an email all reach into the same package. That's why the twentieth application looks like the first.
Version and history
A brand change is a new version of the package, not an overwritten file. You can see what changed and when.
Automatic contrast checking
Colour pairs are measured automatically. A combination that would be illegible won't make it into the package.
Multiple brands side by side
A company with two brands is two packages in one catalogue, not two separate systems.
What you need
A manual, or at least a logo and colours
When a manual exists, we take the values from it and don't guess anything.
Font licences
Commercial fonts remain yours, we just place them into the package and host them.
Time to review
The brand needs to be reviewed and confirmed once. After that, elements are drawn from it automatically.
Frequently asked questions
Will it replace the brand manual?
It won't replace it, but it will turn it into something applications can read. The manual remains a description of the rules, the catalogue is their machine form.
What if we're still working on the brand?
A package can also be set up from a work-in-progress form and gradually completed. That's exactly what versioning is for.
Who is allowed to edit the brand?
Only the people you allow. Others take elements from it, but cannot change them.
Send us your logo and colours
We'll show you your brand as a package, and a post, a page and a document based on it.